...://creativecommons.org/licences/by/4.0/legalcode Misleading marketing communication Greenwashing Skepticism Boycott Consumer behavior The growing adoption of sustainable discourse and practices in the marketplace has created a favorable environment for organizations to capitalize on the green movement...

...), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause. Research limitations/implications Marketing communication has great potential to create “new/other” values and worldviews, thus having...

... and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Consumer behavior Online shopping Non-shopper segmentation Electronic market Retailing Shopping...

... (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode Group buying Satisfaction Loyalty Consumer behavior Structural equation...